Estonian family magazines as highlighters of health awareness: a historical perspective (1920-1940)

Abstract Background This study explains the sociocultural dimensions of health science by providing historical perspectives within the context of health humanities. It covers the years when the foundation for the development of the healthcare system was laid in the independent Republic of Estonia. The healthcare system faced numerous challenges, including spread of infectious diseases, alcoholism, prostitution, poor hygiene and nutritional knowledge, and child mortality. Access to healthcare services was uneven. Family magazines played an important role in advising the population on health awareness. The aim of the study is to reflect and interpret health awareness issues published in Estonian family magazines between 1920 and 1940. Methods Data collection was conducted during the years 2023-2025 through collecting historical texts and pictures from digital archives. Six family magazines from the first decade (1920-1930) and five magazines from the second decade (1930-1940) were examined. These magazines had a broad readership and covered health-related topics. A total of 903 family magazine issues were inspected. The sample included 115 articles and 165 pictures. Articles were selected based on health-related keywords, the overarching theme of which was health and health maintenance. Thematic analysis of texts and images was carried out. Results Three main themes emerged: diseases and their prevention, maternal and child health, and promoting a healthy lifestyle. The given advice helped to raise health awareness and promoted lifestyle changes among Estonian citizens. The need for knowledge of first aid techniques and to recognize mental health problems was emphasized. The topic of hygiene brought together healthcare and social conditions. Attention was paid to women's health and the protection of mothers and children. In the 1930s, there was a so-called healthy lifestyle ideology supported by state. Key messages • Estonian family magazines (1920-1940) played a key role in health awareness, addressing disease prevention, maternal and child health, and promoting healthy lifestyles. • These magazines significantly contributed to improving public health and fostering lifestyle changes among Estonian citizens.